Your social media strategy may include brand awareness, lead generation, or customer retention. Those factors are all achieved through one thing: excellent social media writing skills.

In this article, I’m going to share with you my social media writing tips for business, so that you, too, can hone your communication and hit those all-important KPIs.

1. Use Your Casual Voice

First, you really need to hone your brand voice.

What are your brand’s values and how are you going to get them across on social media?

Understand that your social media accounts are not supposed to be a replica of your website. Even if you are a serious corporate brand, you will need to soften your tone and make it more casual.

Remember why people are using most social media in the first place—to connect with friends—and why they follow your social media channel instead of just visiting your website.

Remember too, that while casual, your tone should be adjusted for each social media network.

For example, on LinkedIn, you might say “The Agorapulse team has compiled a list of the best social media writing tips. Click below to read them.” The tone is a little more buttoned-down for a social media channel known for being for professionals.

On Facebook, where the audience is considerably less professional, you might say, “Need to improve your social media writing skills? Check out our hot tips.”

Quick tips for writing social content

  • Avoid lengthy or convoluted sentences.
  • Stay away from colorless “business-speak.”
  • Don’t use an unnecessarily long word if there is a shorter alternative.

2. Keep Your Writing Short and Simple

Social media isn’t the place for deep musings, case studies, or pasted stories. You don’t have to use the entire word count.

The optimal length of a Facebook post is 40 characters, and, after that point, engagement wanes.

Studies even show that some of the most shared posts are just 11 words and incorporate video and emoji like Buzzfeed below:

writing tips for social content example

If you want to share a blog or story with your readers, introduce it briefly and include a link to it.

Quick tips for writing social content

  • Your social media page is a great place to link to your blog, not to copy and paste it.
  • Use emojis to illustrate your point instead of explaining it in long sentences.
  • Use fewer words as a teaser to your link, video, or infographic.

3. Think CTA!

Your CTA or call-to-action is something you need to be aware of every time you write for your brand.

Does that mean you need to be constantly promotional? No.

But you do want your fans to take action, don’t you? Whether it’s to read your article, watch your video, join a conversation, share a post or attend an event, a desirable response is always wanted.

Write a better CTA when you follow these tips

A good formula for a social media post starts with a thought-provoking question and an invitation for your followers to take action as shown below at Contentworks.

social media writing tips example

Quick tips for writing social content

  • Be punchy and direct with your CTAs like “Watch Now” or “Read More!”
  • Ask a short question or make a strong statement to pique interest.
  • Don’t confuse your fans by asking for too many actions. (Like this confusing CTA: “Watch our video then come back and comment and share our post.”)

header image for social media management solution agorapulse

4. Keep It Personal

Focus on using pronouns such as “we” “I,” “me,” and “you” as opposed to “the company,” “the client,” or “the team.” Remember, you are trying to build connections and engagement. Lecturing your followers from your high corporate tower just doesn’t cut it.

Write as though you are speaking directly to each fan, and you will see a much better engagement rate.

Check out this example from Barclays, a huge international bank, who keeps it personal.

social media writing tips

Quick tips for writing social content

  • Explain to your CEO why informal language works better on social media.
  • Tailor your style and words to suit each of your social networks.
  • Speak directly to each fan to improve your engagement rates.

5. Research Pays Off

You can be the best writer in the world, but if you don’t do your research, your posts just won’t resonate with your audience.

For example, say you are a beauty company and you know your target audience is women. What else do you know about them? Newsflash: There are billions of women in the world, and they are not all alike.

To write well you need to understand who you’re writing to.

Create a persona of your audience. Understand their interests, lifestyle, and values. The more you know about them, the easier it will be to write for them.

Quick tips for writing social content

  • Create a persona for your target audience and pin it to your desk so you never forget who you’re talking to.
  • Include data in your post.
  • Tailor your language to your audience. If they are females aged 13-18, don’t use the same words as you would for females aged 30-45

6. Break Some Punctuation Rules

You may be a professional writer but social media writing isn’t like writing your master’s thesis. You can break some traditionally held rules in regards to creating social media posts.

Here are some examples that go against the grain:


It’s OK to miss out on punctuation, abbreviations, and words to save on character limits like my friend Ed Leake.

social media writing tips


Unlike email or web text where block capitals are considered rude or aggressive, it’s OK on social media! Use block capitals to create excitement as I have done at Charli Says. The same goes for exclamation points (in moderation).

example of sounding real in your social media writing


It’s fine to hashtag words or replace them entirely with emojis like Tacobell. In fact, if you don’t use emojis, then you are probably missing out on engagement!

Quick tips for writing social content

  • Incorporate hashtags in your sentences especially on Twitter and Instagram
  • Just because you have a long character limit, doesn’t mean you should use it. Short sentences are best.
  • Breaking a few rules doesn’t mean poor grammar or bad spelling

Make sure your writing is SEO-strong.

7. Write Great Replies

Posting updates is only part of your job as social media manager. You also need to construct on-point replies to your fans.

You really need to understand your brand voice and how you will respond to fans on social. Are you the cheeky brand that likes to play with fans? Are you the straight-to-the-point brand that answers questions without chatting? Either way, your social media team needs to be briefed about answering questions in the same style.

That is where the new Saved Replies tool from Agorapulse comes in handy. These are not bots or autoresponders. Think of them as ready-to-go responses for each of your social profiles.

Saved Replies save a ton of time and can eliminate spelling errors when you’re in a hurry.

saved replies for social media management

To create a new saved reply, click on “Create a new reply.” First, name the reply, then add your text in to the field below. The next time you go to respond on that channel, you can choose from a list of easy drop-down replies.

How cool is that?

Quick tips for writing social content

  • Your replies should be in the style of your brand so your audience enjoys the same brand experience throughout
  • Your replies should be friendly, polite and informative
  • Don’t be afraid to pass the client to your support team, just be sure that this is communicated properly

8. Check Your Spelling and Grammar

It doesn’t matter how much fun your brand is, how casual you want to be, or how many abbreviations you’re using. Your spelling and grammar need to be good.

Poor spelling and grammar reflect badly on your brand and will give your audience the impression that you are not on top of your game.

If you are targeting and posting in different languages, have a native speaker checking the posts before you go live.

language targeting facebook

Use a tool like Agorapulse to target Facebook posts and assign them to a native speaker of a given language.

Quick tips for writing social content

  • Don’t rely heavily on the spellchecker. It will detect incorrect spellings but not whether your sentence is grammatically correct. For example, “we are baring all” or “we are bearing all.”
  • Use native speakers to write posts or at least check them before they go live.
  • Don’t rush–read your content through before you post it.

9. Learn to Write Great Captions

You can have the best product in the world but if you don’t know how to caption it, then it’s just plain dull! In the same way that a headline can make or break an article, a caption can make or break your post.

This is especially true in the tech world where you need to summarize a products’ functionality in very few words to make it stand out. Whilst I’m a proud Android user, I admire Apple‘s ability to write good captions. A good caption may be funny or informative, depending on your brand, but it does need to summarize the product and create intrigue.

Quick tips for writing social content

  • Remember, you don’t need to write pages about the product in your caption, simply link to a blog or product page.
  • Always include a link to purchase or view the product.
  • Keep your sentences short and punchy for added impact.

Find out how to write attention-grabbing social media captions.

10. Keep It Perky

Unless you’re managing the social pages for a funeral home, you need to maintain an upbeat and positive tone to your posts.

I understand that this can be tricky, especially when you’re having the worst day ever, but you need to put your brand hat on and get happy!

Your updates, captions, and headlines should be exciting, inspiring, and positive to drive your fans to take the next action.

Quick tips for writing social content

  • If you have a complaint on your social profile, then acknowledge it publicly and then take it over to private messaging.
  • Use positive words to inspire users to take action.
  • Don’t allow negative emotions to seep into your posts or replies or you will create a dark mood on your pages.

Social media writing can take a little getting used to but it’s also fun. If you’re managing the social pages for your brand then you can also see it as a chance to push some boundaries and get to know your community.

Ready to start writing great social content for all your social media channels? Start your free trial with Agorapulse here!